Adidas

Welcome to our newest editorial from Swiss photographer (and team) Ramon Spaeti. ‘Hip To Be Square’ encapsulates modern style, and effortless energy; mixed high on a turntable to some carefree funk. The story is an ironic blend of cheeky and demure. It plays on fashion’s light hearted origin as a costume art, and a way to make light of the seriousness of our lives. The protagonista, Michelle M. was a perfect choice to portray the coy, urbanite lead. She infuses attitude and aloof charisma to an otherwise, very quotidian succession of experiences and interactions. The eclectic looks we’re compiled by genius stylist Debora Giugno, and offset by low maintenance grooming additions from artist Philipp Keusen. As is often the case in life as in art, the devil’s in the details. Enjoy!